We Should Work On Our Process, Not

It's Management's Job To Know.

Foremost Is The Principle That The Purpose Of Consumer Research Is To Understand The Customer's Needs And Wishes, And Thus Design Product And Service That Will Provide Better Living For Him In The Future. A Second Principle Is That No One Can Guess The Future Loss Of Business From A Dissatisfied Customer.

Without Questions, There Is No Learning.

We Must Satisfy Our Customers.

We Cannot Rely On Mass Inspection To Improve Quality, Though There Are Times When 100 Percent Inspection Is Necessary. As Harold S. Dodge Said Many Years Ago, 'you Cannot Inspect Quality Into A Product.' The Quality Is There Or It Isn't By The Time It's Inspected.